Week 3: Humber Copy 502

Agenda:1) Warm-up2) Life Lesson3) Using AIDA in the letter (AKA: look what came in my mail)4) Lesson: How to be creative with integrated DM media 5) Tips for Effective Headlines6) In-Class group work7) Break8) In-class work presentation9) Re-review first assignment

Warm-up exercise

Last week’s winners, Class A:

1) INTERN NEEDS MONEY TO BUY NEW CAPSLOCK KEY – Morgan Tierney

2) My ideas will make you a pile of money – Graeme Ottoway3) Brace yourself for overwhelming calm – Candace Green

Warm-up exercise

Last week’s winners, Class A:

1) Exploding with creativity in ten, nine, eight –– -Alex Dawson2) It’s funny, you don’t know you need me – Ben Donnelly3) Zack Filler fights bad copy 4 ways4) Dazzling writer seeks dazzle-friendly environment – Mike Appleby5) If you delete this, it won’t deter me – Cooper Evoy

Warm-up exercise

This week’s: Think of a witty caption for this photo; 10 words or less. You have 2 minutes.

This week’s life lesson

Set goals.

Set realistic goals that you genuinely want to accomplish, including timelines.

Set the bar low for at least some really easy success and also high – just in case. You’ll be surprised how often you’ll get the middle where you actually aimed to be.

Lesson 1: AIDA in the letter

You wouldn’t believe what I got in the mail this week.

Lesson 1: AIDA in the letter

Stamped and from Spain? Wow, I must be important!

Lesson 1: AIDA in the letter

Let’s read it and see how well they direct market!

Lesson 1: AIDA in the letter

AIDA:

Attention:A stamped letter from Spain!

Lesson 1: AIDA in the letter

AIDA:

Attention:A stamped letter from Spain!

Interest: • use of intrigue and teasing in the first sentence• I might be rich! US $8,600,000! Mr.Kim Bochenek must be related to me. Use of self-interest (aka greed)• $4.3 million for me

Lesson 1: AIDA in the letterAIDA:

Attention: A stamped letter from Spain!

Interest: • use of intrigue and teasing in the first sentence• I might be rich! US $8,600,000! Mr.Kim Bochenek must be related to me. Use of self-interest (aka greed)• $4.3 million for me

Desire it now (offer):No risk, because Franco P Cana, from ‘Law Firm’ says he’ll ‘protect you from any infraction of the law’.

The guarantee! Another essential within the AIDA formula

Lesson 1: AIDA in the letterAIDA:

Attention: A stamped letter from Spain!

Interest: • use of intrigue and teasing in the first sentence• I might be rich! US $8,600,000! Mr.Kim Bochenek must be related to me. Use of self-interest (aka greed)• $4.3 million for me

Desire it now (offer): No risk, because Franco P Cana, from ‘Law Firm’ says he’ll ‘protect you from any infraction of the law’. The guarantee! Another essential within the AIDA formula

Action: Email or fax and I’ll be rich!

Lesson 1: AIDA in the letter

Personalization – a bit of a giveaway, but the greedy will forgive them

There’s just enough fact in the letter for the invincibly greedy, gullibly optimistic and plain stupid to follow up.

Meet my long lost cousin, Mr. Kim Bochenek

Lesson 2: How to be effective within integrated DM media

1) Dress your message in the clothes of the campaign.2) Ask about the World’s Local Bank and the hot dog man.3) Bend the meaning of the campaign towards your medium.4) Ask about Diet Pepsi and the Bad Aftertaste campaign

Lesson 3: Tips for Headlines

An effective headline is surprising.

“When words collide” – use interesting construction.

‘Brace yourself for overwhelming calm.’

Juxtaposition is the most popular technique of all advertising creatives; it’s just that most of them don’t know that.

Lesson 3: Tips for Headlines

An effective headline complements the visual (it doesn’t repeat it).

It’s the straight man or the funny man but it works as part of the whole.

Ie. Visual of Hot Dog man.Headline: Now serving small business.

Lesson 3: Tips for Headlines

An effective headline is relevant.

The reader needs to see himself or at least something he really needs at this moment. Your headline promises it to him in a compelling you.

“Exploding with creativity in ten, nine, eight –– “

In-Class Assignment

• 1 & 3 Kia Forte Koup• 2 & 4 Ford F-150• 5 & 7 Saab 9-3• 6 & 8 Mini Countryman• 9 & 11 Cadillac CTS Sportwagon• 10 & 12 Jeep Wrangler Sport• 13 & 15 Chrysler PT Cruiser• 14 & 16 Volvo S40

Research and write a strategy and brief with your team. After the break, each team will present their strategy to the next team on the subsequent number.

In-Class Assignment

Now you will create a unique creative to match the previous numbered team’s strategy.

It will be a dimensional piece with a premium of $15 or less, teasing the recipient in; the premium should work with the concept.

When you present your creative, you will need to explain why it’s on strategy.